There are many stereotypes about Generation Z, often portrayed as demanding, impatient, and difficult. However, it would be wrong to describe them as « terrible » for tourism. In reality, they are reshaping the sector with their expectations and values, forcing the industry to reinvent itself.
A need for authenticity and unique experiences
Generation Z is wary of « tourist traps » and standardized offerings.
They prefer authentic experiences, interactions with local people, and lesser-known places.
This is forcing the sector to offer more personalized offers and off-the-beaten-track tours.
A demand for sustainability and ethics
Gen Z is very sensitive to environmental and social issues.
They are more inclined to choose companies and destinations that demonstrate a strong commitment to sustainability.
This is pushing tourism stakeholders to review their practices to be more respectful of the environment and local communities.
The search for flexibility and spontaneity: This highly connected generation is accustomed to flexibility and last-minute bookings.
They use apps to spontaneously find accommodation or activities.
Tourism professionals must therefore offer more flexible services and offers to meet this need.
The essential role of social media
Social media, particularly TikTok and Instagram, are not only a communication tool, but also a source of travel inspiration.
Generation Z makes their travel decisions based on the content they see online.
The sector must therefore adapt its marketing strategy to be more visible on these platforms.
A highly engaged customer base: Generation Z is not passive. They actively share their experiences, both online and offline.
If a company manages to offer them an exceptional experience, they become brand ambassadors.
Developing new markets: Gen Z’s interest in authentic, local experiences is driving the growth of rural tourism, ecotourism, and volunteer activities.
It is creating new opportunities for destinations and businesses that have previously received little attention.
An opportunity for the right professionals
Tourism players who manage to adapt to Generation Z’s digital habits can stand out.
This involves improving websites, digitizing services (check-in, payments), and using artificial intelligence to personalize offers.
Generation Z isn’t « terrible, » it’s demanding. It’s forcing the tourism sector to step out of its comfort zone and reinvent itself.
It’s a driving force for change toward more sustainable, authentic tourism, and one that’s more in line with today’s technologies.
Companies that manage to understand and meet these expectations will be the big winners of tomorrow.